YOU FIRST.
WHERE EVERY SEAT AND SUITE AWAITS YOU.

The Challenge

Strategic Analysis for Brand Expansion into Aviation

The project aimed to identify and analyze the strategic expansion of a well-known global or Canadian brand into the commercial aviation industry, focusing on the potential advantages, competitive benefits, and stakeholder values this new venture could bring. It also sought to ensure that the brand's extension into aviation would align with its established identity and core values, offering a seamless experience that reflects the brand's overall look and feel.

The Approach

Marriott's Skyward Strategy: Blending Aviation with Hospitality

The project explores Marriott's pioneering move to integrate commercial aviation into its offerings, proposing a synergistic blend of hospitality and air travel. This strategy aims to attract new customer segments and enhance loyalty by offering integrated travel packages, particularly focusing on high-traffic domestic routes.

Strategic Blueprint for Marriott's Aviation Integration and Market Expansion

First, a comprehensive analysis was conducted to explore the strategic expansion of Marriott International into the commercial aviation sector. The investigation commenced with a thorough examination of Marriott's distinct advantages, such as their diverse portfolio, ranging from luxury brands to more accessible options, their pioneering technological initiatives, their robust loyalty programs, and their incorporating plane ticket reservations. These distinctive points were identified as key strengths that could be leveraged within a new aviation business model, offering a seamless integration of hospitality and air travel services to enhance the customer experience.

Subsequently, the project delved into a detailed competitive analysis, both within the United States and on a global scale. Despite the fierce competition from major players like Wyndham Group Hotels and Resorts and Choice International Group Hotels, Marriott's global presence was found to be more formidable, boasting over 8,000 properties across 139 countries. However, recognizing the substantial investment required to launch a worldwide aviation venture, the focus shifted to the U.S. domestic market as the strategic starting point.

The analysis highlighted Marriott's strategic advantage within the U.S. market, where it holds a commanding position in five out of the ten most visited states, including California, Florida, and Nevada. This presence in prime locations is pivotal for the initial phase of Marriott's foray into the aviation industry, emphasizing a concentration on high-traffic domestic routes where Marriott already has established strength. This significant move not only enables Marriott to embark on the commercial aviation industry journey but also fortifies its competitive advantage. It provides a platform to grow its market share within both its current regions and in those dominated by competitors. By doing so, each round-trip flight route is transformed into an opportunity to captivate new customer segments and to deepen the loyalty of the existing customer base.

In the initial phase, Marriott will concentrate on three key states: Nevada, home to Las Vegas, Georgia, where Atlanta serves as a crucial hub, and Illinois with Chicago poised to become the central home base for Marriott Airlines. The strategic decision to include Illinois aims to guarantee Marriott Airlines' operational adaptability throughout the U.S., even with smaller aircraft models. This deliberate strategy provides a solid base for Marriott's entrance into the aviation industry, initiating with a strong domestic presence.

Marriott Airways:
A New Era of Integrated Luxury Travel

At Marriott Airways, putting “You First” is more than just a slogan—it's our commitment to you. Forget the stress of sold-out flights or fully-booked hotels; we've always got room for you. You're our number one priority, guaranteeing you a seat on our planes and a luxurious stay at our hotels. But our commitment doesn't stop there. From the moment you check in until you reach your final destination—and beyond—we strive to make your entire journey an exceptional experience you deserve.

Unveiling a New Standard of Travel with Our Unique Services and Experiences:

  • You first. We will take care of your luggage. Skip the wait at the baggage carousel and find your luggage waiting for you in your hotel room, allowing you to make the most of your destination.

  • Take advantage of our exclusive package pricing, offering the best in both air travel and hotel stays.

  • Earn and redeem Marriott Bonvoy points across the full spectrum of our services, amplifying your rewards with each interaction.

  • Customize your culinary experience by choosing from our gourmet menu before you even board the plane.

  • Indulge in the ultimate in-flight experience with our handpicked selection of exceptional wines.

  • Streamline your journey from the very start with a single check-in process that covers both your flight and your Marriott hotel reservation.

  • Experience the same world-class cuisine, whether you're dining at cruising altitude or in the plush setting of our Marriott hotels.

  • In the event of flight cancellations, rest assured that the best suites in our luxurious Marriott hotels are reserved exclusively for you.

  • Transition effortlessly from sky to land with our hassle-free, complimentary transport routes.

Brand Colors & Aircraft Design: Emotional and Practical Insights

In the realm of Marriott Airways, color is not just a superficial design choice; it's a carefully crafted narrative. As you encounter our brand, the first thing to greet you is our signature dark garnet hue. This isn't any ordinary garnet; it's imbued with warm wine undertones that evoke a sense of both comfort and luxury, as if you're stepping into a welcoming yet opulent space. It's the color that wraps you in a hug of familiarity while whispering promises of high-end experiences.

Complementing this inviting garnet is our dark zeus tone. This color flirts with the depths of black but never loses its warming essence. It acts as the luxurious backdrop, reinforcing our commitment to sophisticated, high-quality service. It's the kind of color that makes you feel 'taken care of,' fostering a sense of security and exclusivity that discerning travelers have come to expect from us.

The choice of garnet takes inspiration from its well-regarded status in aviation. Airlines like Qatar Airways and Emirates have already set the bar, associating garnet with unparalleled service and quality. In choosing this hue for our bold logo, aircraft accents, and cabin crew uniforms, we're not just piggybacking off of that reputation; we're making a powerful statement—that Marriott Airways is joining the ranks of those who prioritize exceptional service and customer satisfaction.

Moving on to the aircraft design, there's nothing arbitrary about it. The upper part of the aircraft is painted a pristine white, a strategic choice for environmental and operational efficiency. White reduces heat absorption from the sun, thereby aligning with our sustainable ethos. It also minimizes the overall weight of the plane, making it more fuel-efficient.

However, don't think that we've forgotten about aesthetics when it comes to our airplanes. The underside is coated in our characteristic dark zeus. This is more than a stylish choice; it serves as a colossal, moving billboard for our brand, impossible to ignore as it dominates runways across the world. The dark color also has a practical benefit—it conceals dirt and wear, ensuring that our aircraft maintains a sleek and polished appearance even after long journeys.


Every shade and every hue is a chapter in our story—a story that promises our passengers an experience steeped in warmth, luxury, and impeccable service, from the moment they book their ticket until they reach back home.